Joint study by ABM, ANA offers direction to b2b media companies Media Business

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Media Business, 8/24/10

More than two-thirds of b2b marketers plan to decrease spending on print advertising in the next “two to three years,” according to “The B-to-B Marketing Leadership Study,” which was released last week.

On the other hand, the same study found that 67% of b2b marketers plan to increase spending on social media efforts in the same time frame. Additionally, 64% of the study’s respondents said they planned to boost digital spending.

The study was conducted jointly by American Business Media, the Association of National Advertisers and consulting firm Booz & Co. Among the purposes of the research is to help b2b media companies grow their businesses in this time of transformation of the industry.

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